How does an organization’s branding efforts go awry?

Prompt: What is the role of branding in today’s marketing communications? Some question to consider as you address the prompt: * How does a brand add value to an organization’s communications process? * What makes a branding initiative/program successful? * How does an organization’s branding efforts go awry? * What will be the future of branding? Task: Submit a response to the discussion prompt on the Blackboard Discussion Board. Responses must: * Be at least 300 words in length * Utilize 2-3 scholarly sources * Apply concepts to a particular example (i.e. a speciÖc company, personal situation, country, etc.) * Demonstrate the application of course material * Conform to professional writing and presentation standards.

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